In 2004, when the Chinese government prohibited gasoline-powered motorbikes to reduce urban pollution, Yadea, a Chinese motorbike manufacturer, aggressively launched the electric motorbikes, bicycles and scooters they had already designed as a result of Yadea's continuous R&D effort. Yadea marketed their electric products as a way for new users to experience the thrills of motorbikes as an affordable, quiet alternative to the inadequate public transport systems in many Chinese cities. Customers ...
BPIR Categories3.2.3 Develop&integrate technology/innovation into concept
4.1.4 Develop & implement marketing strategy
4.1.1 Identify market segments & target customers
2.2.4 Formulate and review business unit strategy